Fortnite has become a cultural phenomenon with approximately 250 million users it has managed to break into the mainstream and more impressively stay there unlike so many other popular trends.
In an ever-changing marketing landscape the huge user base and media attention of Fortnite has caught the attention of companies trying to capitalise on its popularity and syphon attention from the game. In this post we cover some of the best Fortnite collaborations that show just how much value there is in 250 million users.
Wendy’s
When Fortnite announced a team burger vs team pizza battle in game Wendy’s told us they would be joining the fight. You may think Wendy’s joined in on the side of Durr Burger (the in-game burger restaurant). However, sporting a red haired avatar with ponytails Wendy’s joined team Pizza Pit and launched an attack not on team burger but the freezers in the in-game Durr Burger restaurants. How many times do they need to tell us they don’t do frozen beef? Going from 0 to 7400 Twitch followers in one day they picked up a lot of press and the best part is they simply joined the game and did not spend the big marketing budget required for in game brand placements – something the Fortnite and Twitch communities seemed to respect.
Uber Eats
Uber eats capitalised on the game by collaborating with Twitch’s most followed streamer Ninja. the Twitch star had a discount code for his viewers, and the value of the code? Well, that was decided based on how many in-game “kills” Ninja could score. 1 “kill” = 1% off the order. The catch was that the challenge started when Ninja made an order in the app and ended when it was delivered. Earning his fans 25% of their orders the promotion was so popular the offer, which was planned to last a week, saw it end after just a day. The offer remained open to new users of Uber eats and was an overwhelming success.
NFL
The NFL’s Fortnite marketing activation was a little different the ones above as it was literally coded into the game. Working with Fortnite’s developers Epic Games directly, the NFL added player jerseys into the game as purchasable skins. For two weeks players could purchase an in-game NFL jersey to customise their game avatars with.
The NFL are not the only ones to pull of this type of marketing campaign. The Fortnite and Jordans collaboration offered and in game content including skins ahead of the launch of the Jordans Defiant 1 collection and movies such as the recent John Wick 3 have had similar activations.
Marshmello
When DJ Marshmello decided to do a live set within Fortnite over Super Bowl weekend few expected the results to be as staggering as they were. About 10 million players watched the virtual concert and Marshmello saw his YouTube channel grow by almost 700,000 the day after the event and a huge 1800 subscriber increase in average daily subscribers compared to the the previous month.
There have been many other collaborations with the popular game. From promoting blockbuster movies such as Avenger’s Endgame through in-game content to slapping the Fortnite logo on a Monopoly board or Nerf gun, brands of all kinds are looking for a way to get the attention of the game’s huge player and fan base.
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